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Article
Publication date: 30 August 2011

M.S. Balaji, Srividya Raghavan and Subhash Jha

There has been an increased interest in marketing literature in understanding the role of sensory experience. However, few researchers have addressed multisensory…

Abstract

Purpose

There has been an increased interest in marketing literature in understanding the role of sensory experience. However, few researchers have addressed multisensory interaction of visual and tactile evaluation for products salient in single sensory modality. The purpose of this paper is to address this gap and investigate how multisensory evaluation influences overall attitude and purchase intentions. Further, the role of individual personality variable in influencing the interrelationship between sensory evaluation and behavioral outcomes are examined.

Design/methodology/approach

The data for this study were collected from 126 students who responded to attitude towards the product and purchase intentions after evaluating three experimental tasks. Repeated measures analysis of variance was carried out to test the multisensory interaction hypotheses.

Findings

The multisensory interaction of tactile and visual information was found to significantly increase the consumer attitudes for products dominant on single sensory modality of touch. Further, the multisensory evaluation led to greater purchase intentions than visual or tactile evaluation.

Originality/value

The paper is perhaps first to investigate multisensory interaction of tactile and visual sensory information in evaluation of products that are salient in touch properties. The current study further examines the role of individual personality variables in influencing interrelationship between sensory evaluation and purchase intentions.

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Article
Publication date: 9 March 2015

Dan Albertson

The purpose of this study is to synthesize prior user-centered research to develop and present a generalized framework for evaluating visual, i.e. both image and video…

Abstract

Purpose

The purpose of this study is to synthesize prior user-centered research to develop and present a generalized framework for evaluating visual, i.e. both image and video digital libraries. The primary objectives include comprehensively examining the current state of visual digital library research to: develop a generalized framework applicable for designing user-centered evaluations of visual digital libraries; identify influential experimental factors warranting assessment evaluation as part of specific contexts; and provide examples of applied methods that have been used in research, demonstrating notable findings.

Design/methodology/approach

The framework presented in the present study depicts a set of user-centered methodological considerations and examples, synthesized from a review of prior research that provides significant understanding of users and uses of visual information.

Findings

Primary components for digital library evaluation, pertaining to user, interaction, system and domain and topic, and their implications for interactive research are presented. Methods, examples and discussion are presented for each primary evaluation component of the framework.

Practical implications

Previously applied evaluations and their significance are described and presented as part of the developed framework, providing the importance of each component for practical application in future research and development of interactive visual digital libraries.

Originality/value

Visual digital libraries warrant individual assessment, apart from other types of digital collections, as they offer users more ways to retrieve and interact with collection items. The present study complements prior digital library evaluation research by demonstrating the need for a separate framework due to variations influenced by visual information and reporting on evaluations from different perspectives.

Details

New Library World, vol. 116 no. 3/4
Type: Research Article
ISSN: 0307-4803

Keywords

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Article
Publication date: 3 June 2019

Naohito Jimba, Tomoharu Ishikawa, Yoshiko Yanagida, Hiroshi Mori, Kazuya Sasaki and Miyoshi Ayama

The purpose of this paper is to find the optimal rotary motion conditions to create drapes in fabric to visually convey tactile “softness/hardness” and identify key…

Abstract

Purpose

The purpose of this paper is to find the optimal rotary motion conditions to create drapes in fabric to visually convey tactile “softness/hardness” and identify key physical factors in visual evaluations of fabric “softness/hardness” via videos of fabric draping.

Design/methodology/approach

Subjects evaluated visually and by touch, the “softness/hardness” of fabrics draped over a cylinder. In the visual evaluation experiment, subjects were presented with 16 videos of the movement of fabric drapes when the cylinder was rotated (four rotation speeds and four angular acceleration rates) and they evaluated the “softness/hardness” of each fabric visually. By examining the “softness/hardness” ratings in the two experiments, the optimal rotary motion condition that conveyed fabric “softness/hardness” was identified. Changes in the shape of fabric drape when moving under optimal rotary motion conditions were analyzed to determine key physical factors that affected visual evaluations of fabric “softness/hardness.”

Findings

Optimal rotary motion conditions (rotation speed and angular acceleration rate) that expressed each fabric’s “softness/hardness” appropriately were identified. Additionally, the magnitude of change in the angle of fabric drape when rotating under optimal rotary motion conditions was the key factor used in visual evaluation of each fabric’s “softness/hardness.”

Originality/value

The conditions needed to produce visual images that convey fabric “softness/hardness” only through visual information (i.e. without touching the fabric) were identified, based on the fabric’s bending rigidity. The magnitude of change in the angle of fabric drape enabled accurate visual judgments of fabric “softness/hardness.”

Details

International Journal of Clothing Science and Technology, vol. 32 no. 1
Type: Research Article
ISSN: 0955-6222

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Article
Publication date: 1 October 2006

Kenneth E. Clow, Karen E. James, Kristine E. Kranenburg and Christine T. Berry

The purpose of this paper is to investigate the relationship of the visual element in a print advertisement to service quality expectations and to the source credibility…

Abstract

Purpose

The purpose of this paper is to investigate the relationship of the visual element in a print advertisement to service quality expectations and to the source credibility score when a model or spokesperson is used in a service ad.

Design/methodology/approach

Data were collected from 230 college students at three different Midwestern universities using an experimental design. Three different ads were designed promoting a fictitious brand of automobile insurance, Top Tier. While the copy remained the same, the visual was changed to reflect three different types of visual strategies.

Findings

The results of the study indicate that both source credibility and service quality evaluations have a definite impact on attitude towards the ad and purchase intentions of a service and the type of visual element used is important in the ad evaluation process.

Research limitations/implications

Future research needs to examine the relationship between source credibility and attitude towards the ad to determine which is the antecedent. Because of the student sample, use of only one creative message strategy, and one service industry, future research needs to replicate this study for additional creative message strategies and other service industries.

Practical implications

The findings of this research are important for creatives in designing service ads. If a model or spokesperson is used in the print ad, then source credibility is an important factor. Further, it is important to embed service quality cues in the ad to increase viewers' expectations of the service, thus enhancing purchase intentions.

Originality/value

This paper provides valuable information to creatives and researchers in the role of the visual element in evaluation of service quality expectations and source credibility. The paper provides an initial foundation for future research and future exploration.

Details

Journal of Services Marketing, vol. 20 no. 6
Type: Research Article
ISSN: 0887-6045

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Book part
Publication date: 30 December 2004

Rosalind Hurworth

Early in my career (similar I suspect to most other evaluators I knew of around the world) I had never considered using the visual medium as a major form of data for…

Abstract

Early in my career (similar I suspect to most other evaluators I knew of around the world) I had never considered using the visual medium as a major form of data for evaluations. This was not surprising, as we had been just emerged from a fifty-year period when the social sciences relied on quantitative, positivist approaches with the result that pictorial images were perceived to be imprecise, subjective, representations that could not be accepted as evaluation data.

Details

Seeing is Believing? Approaches to Visual Research
Type: Book
ISBN: 978-1-84950-211-5

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Article
Publication date: 3 November 2020

Xun Deng and Liangyan Wang

The purpose of this study is to examine the influence of semantic fluency on consumers' aesthetic evaluation in graphic designs with text and the mediating effect of visual

Abstract

Purpose

The purpose of this study is to examine the influence of semantic fluency on consumers' aesthetic evaluation in graphic designs with text and the mediating effect of visual complexity in this relationship.

Design/methodology/approach

The hypotheses are examined in three experiments. Experiments 1 and 2 both verify that Chinese consumers rated the designs with low (vs high) semantic fluency words as more beautiful, and Experiment 3 further confirmed this effect in non-Chinese speakers.

Findings

Confirmed by Chinese and non-Chinese consumers, high fluency text leads to lower perceived visual complexity and less aesthetic perception of the entire design.

Research limitations/implications

Findings enrich the theory of beauty standards and put forward challenges to the positive relationship between processing fluency and aesthetic pleasure. Findings are limited to the decorative function of text, and lack discussions on how designers should balance when the informational function of text is equally important.

Originality/value

This study is the first to discuss how designs with text influence consumers' aesthetic perception and provides meaningful guidelines of transnational marketing for fashion designers and enterprises.

Details

Journal of Contemporary Marketing Science, vol. 3 no. 3
Type: Research Article
ISSN: 2516-7480

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Article
Publication date: 26 February 2020

Monia Saïdi and Georges Giraud

This paper investigates how giving additional information to consumers changes their appreciation of wine, and how this effect changes with their knowledge of wine and…

Abstract

Purpose

This paper investigates how giving additional information to consumers changes their appreciation of wine, and how this effect changes with their knowledge of wine and their characteristics.

Design/methodology/approach

A survey of 415 French consumers was carried-out in 2014, focusing on the sensory evaluation of 37 red Bourgogne wines. Two sensorial evaluations (visual, and smell & taste) are investigated, first without any information about the wine and then with the presentation of the wine bottle with its labels.

Findings

The majority of participants are significantly influenced by the information displayed. The influence of information depends on their initial knowledge and individual characteristics (gender, age, and home area). This influence is robust, whatever be the means of evaluation.

Research limitations/implications

The study was carried out with red Bourgogne wines and focused on the village and regional appellations, with a low and medium price range. The results need a broader investigation to be generalizable.

Practical implications

Information does not have the same influence depending on individual characteristics and on knowledge of wine. Promoting different wines to different consumers who do not have the same knowledge and do not use the same distribution channels is challenging as consumers do not all have the same expectations of red Bourgogne wines. The results provide directions for better targeting consumers through the information on the bottle labels.

Originality/value

By cross-tabulating sensory tastings and knowledge tests, this research contributes to measuring the holistic effect of information on the hedonic appreciation of wine across a significant range of consumers issued from two big cities.

Details

British Food Journal, vol. 122 no. 8
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 1 June 2001

M. Landoni, R. Wilson and F. Gibb

This paper starts by reporting the results of two studies into electronic book production, the Visual Book and the WEB Book. The Visual Book study (Landoni, 1997) explored…

Abstract

This paper starts by reporting the results of two studies into electronic book production, the Visual Book and the WEB Book. The Visual Book study (Landoni, 1997) explored the importance of the visual component of the book metaphor for the production of more effective electronic books, while the WEB Book study (Wilson, 1999) took the findings of the Visual Book and applied them to the production of books for publication on the WWW. It was possible to extract from the two experiences a set of recommendations for producing electronic books. These are the starting point for a new project, EBONI (Electronic Books ON‐screen Interface). EBONI focuses on the evaluation of electronic resources for teaching and learning in academia and it is going to expand our previous findings with the aim of producing a set of guidelines for publishing educational material on the Web.

Details

Online Information Review, vol. 25 no. 3
Type: Research Article
ISSN: 1468-4527

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Article
Publication date: 3 June 2019

Lina Wakako and Toshiyasu Kinari

The purpose of this paper is to elucidate the influence of pantyhose color on the visually perceived surface roughness of a pantyhose covered leg, and to examine the…

Abstract

Purpose

The purpose of this paper is to elucidate the influence of pantyhose color on the visually perceived surface roughness of a pantyhose covered leg, and to examine the resultant evaluation index.

Design/methodology/approach

A sensory evaluation of the visually perceived surface roughness of a leg model with typical pantyhose of various colors and apparent yarn count was performed among Japanese females along with a statistical analysis. The relationship between the visually perceived surface roughness of the leg with pantyhose and the characteristics of the visual information of the pantyhose which was obtained by image analysis were investigated.

Findings

The color of the pantyhose had a clear influence on the visually perceived surface roughness of a leg with pantyhose. The characteristics of the visual information of the leg with pantyhose, namely, the shape of the histogram on the luminance distribution proved to be useful as the evaluation index of the visually perceived surface roughness.

Originality/value

Development of a novel pantyhose with superior aesthetic performance that meets the requirements of the wearer can be expected to lead to an improvement in the quality and performance of hosiery. This paper provides the quantification of aesthetic performance of pantyhose.

Details

International Journal of Clothing Science and Technology, vol. 32 no. 1
Type: Research Article
ISSN: 0955-6222

Keywords

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Article
Publication date: 1 December 2000

M. Landoni, R. Wilson and F. Gibb

This paper presents the results of two studies into electronic book production. The Visual book study explored the importance of the visual component of the book metaphor…

Abstract

This paper presents the results of two studies into electronic book production. The Visual book study explored the importance of the visual component of the book metaphor for the production of more effective electronic books, while the WEB book study took the findings of the Visual book and applied them to the production of books for publication on the World Wide Web (WWW). Both studies started from an assessment of which kinds of paper book are more suitable for translation into electronic form. Both also identified publications which are meant to be used for reference rather than those which are read sequentially, and usually in their entirety. This group includes scientific publications and textbooks which were both used as the target group for the Visual book and the WEB book experiments. In this paper we discuss the results of the two studies and how they could influence the design and production of more effective electronic books.

Details

The Electronic Library, vol. 18 no. 6
Type: Research Article
ISSN: 0264-0473

Keywords

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